David Dubois, Assistant Professor of Marketing

Period 5| November – December 2017|
Singapore and Fontainebleau
Seats: 48
Credit: 0.5

Gain a balanced overview of the rapidly changing advertising landscape – with a special focus on social media as an integral part of overall marketing strategy. In this course, you will not only learn how consumers respond to different media and interact virally in social networks but also acquire valuable tools to track campaign effectiveness and ROI. This innovative, case-study-oriented elective culminates in a hands-on project to design a social media strategy for a brand, company or product.

Course Objectives

This course offers an overview of communication strategy and execution with an emphasis on new “non-traditional” digital approaches with a particular emphasis on social media. Although traditional advertising key concepts will be touched on, the primary focus of this course will be to understand the role and impact of digital and social channels on marketing planning and implementation. Particular attention will be dedicated to how digital and social media shifts the relationships between consumers, brands and other stakeholders, and generates new dynamics and expectations in B-to-C markets. In this context, we will discuss how companies can (1) listen to customers online and leveraging insights for strategic purposes (2) create viral and impactful content and (3) build social strategies by creating or leveraging online communities. To reach these objectives, the course will build on a mix of case studies reflecting diverse approaches to social media integration, insights from outside guest speakers from top players in the industry as well as hands-on development of a social media marketing campaign or a viral video.

Prerequisite: The course is open to everyone.

Recommended book(s)

There is no textbook for this course. However, you are expected to read thoroughly all course packet materiel. In addition, the following online resources/blogs can be very useful:
TechCrunch: www.techcrunch.com
Mashable: www.mashable.com
Fastcompany: www.fastcompany.com

The following books are recommended:
Here Comes Everybody: the Power of Organizing without Organizations, Shirky Clay, Penguin Press, 2008.
Made to Stick: Why Some Ideas Survive and Others Die, Heath, C. and Heath, D., Random House, 2007.
Contagious: Why Things Catch On, Berger, J., Simon and Schuster 2013.
Social Payoff – Measurable and cutting-edge strategies to boost sales, customer loyalty and brand dominance through social media, Marcus Ho, Write Editions, 2014.